A decision support model for selecting product/service benefit positionings

European Journal of Operational Research

Volumn 142, Issue 1, 2002, Pages 187-202

  Krieger, Abba M ^a   Green, P E ^a  

^a UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

Advertising; Greedy heuristic; Optimal message design

Indexed keywords

CONSUMER PRODUCTS; DECISION SUPPORT SYSTEMS; HEURISTIC METHODS; MARKETING; PRODUCT DESIGN;

OPTIMAL MESSAGE DESIGNS;

OPERATIONS RESEARCH;

EID: 0036793774     PISSN: 03772217     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0377-2217(01)00283-1     Document Type: Article

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